search query: @author DeSarbo, W. / total: 9
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| Author: | Ramaswamy, V. DeSarbo, W. |
| Title: | SCULPTURE: A New Methodology for Deriving and Analyzing Hierarchical Product-Market Structures from Panel Data |
| Journal: | Journal of Marketing Research
1990 : NOV, VOL. 27, p.418-427 |
| Index terms: | MARKET STRUCTURE PRODUCT PREFERENCE CONSUMER CHOICE |
| Language: | eng |
| Abstract: | A new methodology called SCULPTURE is presented to derive hierarchical product-market structures from consumer panel purchase data. The derived product-market representation portrays both products and market segments as terminal nodes in a hierarchical tree. The descriptive and predictive validity of the method is assessed. |
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